Labour Party – Digital Revolution

The Brief

As a user researcher I was part of a big push to help embed principles of user-centred design and user-centred services within the Labour Party.

One focus for Labour has been to better engage the recent membership expansion. ‘MyLabour’ was thus launched as desktop and mobile web app, the first step towards rebuilding the Labour Party around the needs of their members.

I planned, implemented and communicated research insights; including regular interviews/lab based user testing for MyLabour.

Besides discussions with the wider design and development team, I distilled insights in finding documents or reports – providing actionable design recommendations, design validation and any evidence to open new lines of research inquiry.

Affinity mapping in action

A single affinity sort: conversations with members on their LP relationship

Affinity sort for identifying blockers in an activation journey

Reporting visual accessibility issues spotted on a prototype

In-app Surveys (Qual & Quant)

Rating MyLabour and crunching the quantitative data to get mean scores against app usage analytics. Does feedback coincide with big changes to design and user journeys over time?

Reports of recommendations from analysing qualitative data in survey results

User feedback from analyses are reflected in design changes for future betas

Next Steps

A major revamp of the Labour Party website will include MyLabour as the ‘logged in’ resource portal for members while UX development has currently been paused.